Your web presence


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  • Your web presence

    1. 1. Your Web Presence and Digital Marketing<br />Michelle Flynn<br />17.11.2010<br />
    2. 2. There are obstacles to implementing a web presence for companies, such as:<br />Costs<br />Time<br />Lack of Expertise<br />Non Relevancy to a companies customer base<br />Technology based restrictions<br />Security considerations<br />Business Obstacles<br />
    3. 3. Why Search Engine Marketing?<br />How to get listed in search engines?<br />Optimising websites<br />Paid vs. Organic listings<br />Pay Per Click Campaign<br />Search Engine Marketing Strategies<br />
    4. 4. Overview of how Google analyses your Site<br />How Search Engines Work<br /><ul><li>Indexation
    5. 5. Ranking</li></li></ul><li>Search Engine Marketing (SEM):<br />Includes SEO<br />It monitors and maintains payper-click (PPC) campaigns e.g. Google/ Facebook Ad words.<br />Exchanging links with other websites<br />Buying links from other sites or directories<br />Paid inclusion in smaller search engines<br />What is SEM?<br />
    6. 6. Search Engine Optimisation (SEO) is the process of improving volume and quality of traffic to a website from search engines via “natural” (organic” or “algorithmic”) search results ranking it high up in search results.<br />As an internet marketing strategy, SEO considers how search engines work and what people search for.<br />Optimising a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords.<br />What is SEO?<br />
    7. 7. Advantages<br />Low cost, no money given to search engines<br />Users 80% more likely to click there<br />High positions can last long into the future<br />Perceived as a quality endorsement<br />Disadvantages<br />Time required before results appear<br />Difficult for highly competitive phrases<br />No guarantees<br />Pros & Consof Organic Listings<br />
    8. 8. Identify target key phrases approx. 4/page<br />Include the key phrase throughout the page<br />Get links to the site<br />SEO Basics<br />
    9. 9. Identify Target Key Phrases<br />What phrases would potential customers type in?<br />What queries have actually been conducted?- most popular queries<br />Keyphrase Research<br />
    10. 10. Include the key phrases on the page<br />Once in the page title<br />Once in the heading on a page<br />Once in regular text on the page<br />Once in Bold Text<br />NB: Ensure Keywords blend in<br />Page Optimisation<br />
    11. 11. Every page should have a unique title<br />Title is built around target term for that page<br />This will be a 2 or 3 word term<br />“The Nike Running Shoes Collection”<br />Keep it short, attractive and enticing.<br />Remember you want people to be interested<br />Title Tag- Your secret Weapon<br />
    12. 12. Use it to describe pages your way, not the search engine’s way<br />Sell your site, but don’t mislead<br />Incorporate the page’s target term<br />200-250 characters in lenght, but more is okay<br />In a hurry? Just use the first paragraph of each page<br />Meta Description Tag<br />
    13. 13. Avoid these Spam Techniques<br />Hidden/Invisible Text<br />Keyword stuffing (in alt tags or below the footer)<br />Bounce Pages, Dummy pages re-routing to website<br />Page Jacking (Plagiarised content) <br />Link farms and link spam <br />Optimisation Don’t<br />
    14. 14. Content Tips<br />Google Ignores Meta Keyword Tags<br />Focus on one or two key phrases per page<br />.......But add as many pages as you can<br />Regularly check your stats for popular phrases<br />Make it text rich (avoid multimedia) <br />Optimisation Do’s <br />
    15. 15. Content is no cheap, Requires;<br />Planning<br />Expertise<br />Budget/Resources<br />“Users don’t read on the web: They SCAN the text”- Jakob Nielsen <br />Content Management<br />
    16. 16. Allow white space<br />Paragraphs no longer than 50 words or seven lines<br />Bullet points and subheads<br />Articles no longer than 500-700 words<br />Concise rather than comprehensive<br />Top Tips for content that pays off<br />
    17. 17. Active voice and lively language<br />The 4 C’s of effectiveness: Clarity, Conciseness, Completeness, Correctness<br />Light on waffle, heavy on value ( 80/20 rule)<br />Plan for “no image” recipients<br />Push out content- keep content relevant and up to date, <br />Top Tips for content that pays off<br />
    18. 18.
    19. 19. Get links to many pages, not only the homepage<br />Get links from reputable websites with similar themes to yours<br />Link exchanges are good, but one way links are better<br />Search engines give higher rankings to those that have inbound links<br />Outbound links allow users to find content relevant to them<br />Link Strategy<br />
    20. 20. Uses valid, standards, compliant HTML and CSS<br />Has text links to all of the pages on the website<br />Is usable and accessible <br />Uses legible URLs that match page names<br />A search engine friendly website<br />
    21. 21. The right domain name<br />Keyword research<br />Competitor analysis<br />Meta data<br />Content is king<br />Submissions<br />Links<br />Online PR<br />Integrate with all offline marketing opportunities<br />Measure your success<br />Zero Budget Online Marketing Tips<br />
    22. 22. Visibility<br />Traffic <br />Conversion<br />Return on Investment<br />Measures of online success<br />
    23. 23. Thank you for reading this presentation.If you would like further information, please email me at <br />